Happy Finish.

Tate Modern

A film for Robert Rauschenberg’s exhibition

Tate strikes again with a
new 360 film for Robert Rauschenberg’s exhibition

Our challenge

On the back of Georgia O’Keeffe’s New Mexico in 360, the Tate Modern’s most viewed video of all time, we have once again worked with the renowned London-based museum on a second project to promote the exhibit of modern American master Robert Rauschenberg.

Filmed in Captiva Island, Florida, this 360 video takes you to the place where Rauschenberg worked and lived for forty years. Viewers are guided through his studio and residency with complementary audio from the artist himself on an interview captured during that period.

“After the exceptional ROI of our previous 360 film with Happy Finish, we wanted to use the same formula to maximise the exposure of our next great exhibition about Robert Rauschenberg. Georgia O’Keeffe’s 360 video is our most viewed content of all time, we aim to repeat this success”, Sofie Roberts, Producer, Tate Digital.

Our approach

“We wanted to try to capture Rauschenberg’s curious artistic nature by placing the viewer as close to his reality as possible. And, that’s why we chose Captiva Island as it was where he created most of his work”, Jamie Mossahebi, VR DOP. “The voiceover, which we carefully sourced from archived content, also plays a key role in connecting the artist to the viewer, fully immersing them in the mind of such an iconic artist”.

The results

This video has already garnered over 1.7 million views in 5 days, and to date has received over 1.8 million views and over 9,000 shares on Facebook.

“We were extremely pleased with the quality of the film and the imaginative pairing of location and artist voice. Through creative editorial content like this film, we are able to capture our audience’s imagination and to in turn, drive ticket sales to the exhibition. We keep striving to tell stories in surprising ways and experimenting in the newest digital formats for our audiences”, Sofie Roberts, Producer, Tate Digital.